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First, find a visual argument to analyze. This can be a print or video advertisement, internet
meme, public service announcement, billboard, political cartoon, etc. You must link to or include
the argument in your report.
Compose a report of approximately two pages analyzing the argument you’ve chosen. You
should include as many of the following considerations as possible, going into depth on the most
important aspects of the visual argument.
Genre, source, purpose and/or intended audience
Background of the issue or topic being addressed
Main claim, supporting claims, and the assumptions behind those claims
Appeals to ethos, pathos, logos, and/or kairos
Use of typeface, white space, layout, or color
Compositional features of photographs and drawings including color, camera angle,
framing, etc.
Fallacies committed by the argument
Be sure to focus your presentation on analyzing the visual aspects of the argument rather than
repeating the argument being made. Your report does not have to be written in essay form – it
may be organized with subheadings and/or bullets – but it must contain complete information.
See example.
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